India on Sale!!!

There is just such an influx of fashion in our country. And do not misunderstand fashion as only fashion in its true sense but instead lifestyle, as everything that you do wear, eat, dress, sleep, feel has to be coated with fashion or rather has to have fashion connotations. Tell me if it doesn’t?
India seats itself on the hot seat for everything now. The country that’s basks in the sunlight of brand attention be it in fashion, technology, service. India is the place to be. Everybody seems to find their niche among the 1.2 bn population that this country has to offer.

We see the latest auto cars which may be affordable by a handful of Indians make its presence felt in the country. Last 2 years we’ve seen the Rolls Royce, Porsche all pumping enough money to ensure they capitalize on the Indian boom.

We have magazines from the Condenast group trying to offer luxury reading to a select few who probably can read it but can’t understand it. I mean I read these magazines but in the most complicated formats and with pages galore that there is an information overdose.
The information is irrelevant and indigestible. First it was the great Vogue… synonymous with the bible of fashion and now it’s the GQ which is the ultimate luxury lifestyle magazine for men. It’s great but complicated. It can take you days to read through it. A great title to have either on your desk or your coffee table.

I understand the context of it being niche and luxury but the relevance to the Indian consumer is my question. There is just so much of it for the consumer to even fathom. Where are we even concerned of customizing anything for him? Be it in any genre of lifestyle.
The information that he receives is not customized, the product he receives does not appeal to him in totality either. The brands just believe that the consumer is a genius and will understand and comprehend all the information that brands have to offer. Do you think any human can sieve through 200 pages of fashion. Not me for sure. It’s impossible for any magazine to hold on a consumers attention for more than an hour and even more difficult for you to expect him to pick it up again after he’s gone through it once. I mean try and think hard when was the last time you went through a magazine for more than an hour and any content that induced you to pick it up again, please exclude the business & current affairs magazine. There is information loss due to lack of simplicity.

In the attempt to maintain the international appeal do not forget that the offering is irrelevant to him. Cool summer cardigans do not work in tropical Indian weathers, wearing dull pastel shades in the festive season never does work in this country where bright colours form a backdrop to everything in life. Black will never attain status of being an auspicious colour or Indian women will not suddenly grow tall to wear long flowy Gucci gowns.

Unlike in most countries where one city maybe a representative of the entire country, India is different & diverse and one needs to respect it. Bombay & Delhi are not representative of India.

I think what most brands forget to offer is simplicity. If they really understood India and its potential everything that the brands did would not be so superfluous.
There is such a small population that the brands believe that they need to address that they often leave out a huge potential. Actually the potential that you came chasing. The potential that you showcased in your presentations that helped your management decide that India is now ready as a market for my brand.

Simplify everything for your consumer, its not like he doesn’t understand it but he is so worn off time that he needs you to do it for him. Never under estimate the potential or over estimate your consumer.

India does have tremendous consumption capacity only if you have the right offering.

Technorati Profile